The goal of AAX is to make it easier for publishers and advertisers to access Acceptable Ads, so they are more likely to use them. This hopefully means that, as more people follow the Acceptable Ads standard, we will see more user-friendly websites – ones that don’t overload you with ads, use aggressive paywalls, ask you to turn off your ad blocker or worse, that they “circumvent” your choice by reinjecting ads anyway.